G-Star Gets Glam in New York

Ever since G Star Raw took on Liv Tyler as their face of 2010, the brand has gone starry eyed.

At one point G-Star used to be all military style and utilitarian denim. It’s a brand influenced by modernism and contemporary aesthetics, perhaps with a particular masculine overtone. But now with the ultra feminine Liv Tyler as its face for 2010, G Star has kept its dark edge but injected a little colour and lightness to its collections.

G Star Raw - Gossip Girls

Already the paparazzi and gossip columnist swarmed to the G-Star Raw runway show in New York to catch Liv Tyler chatting with Brit model Agyness Deyn in the front row. Deyn had fallen over twice at the Hope for Haiti catwalk show and word has it the pair were said to be laughing at the tumbles with Liv blurting out “Twice!”

The show bought the celebrities out in force, headlined of course by G Star Raw’s Liv Tyler. Amongst the crowd were Peaches Geldof, Kelly Osbourne, Estelle, Natasha Bedingfield and Tyson Beckford.

Perhaps it’s the shining celebrities that have influenced G Star designers but the collection edged away from its usual dark palette introducing yellow, blue and green. G Star is perhaps best known for its denim and it has introduced luxury new light denim washes to lift the established G Star dark raw denim range.

The fashion pages and bloggers reported the G Star runway featured 30 models on a three-way platform complete with electro-graphic LED screens that ensured the show could be streamed live on the G Star website.

The Raw City Guide – Travelling in Style

As well as being screened online, the show was also brought to life for those who didn’t see the G Star show with a series of tweets from dedicated RAW reporters. G Star launched a social media campaign to recruit bloggers and tweeters to track the show. The G-Star fashion show became a multi-media event, also streamed live on Facebook and MTV Japan. G Star has even created its own dedicated i-Phone application to tie into their New York show. The Raw City Guide New York Application was designed to help visitors to the Big Apple discover the hippest hotspots in the city, including the best galleries, restaurants and bars. G Star have embraced the city guides using link ups with Google maps and GPS systems and have plans to launch apps for the world’s biggest fashion capitals including Amsterdam, London, Berlin and Tokyo.

G-Star at FootAsylum

If you’ve got stars in your eyes for G-Star Raw, shop online at FootAsylum. We stock a wide range of G-Star clothing and accessories as well as collections from, Fred-Perry, Franklin and Marshal and more. Check out our designer clothing today - buy online, or call us on 08442090804.

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